Jay Kennedy, 2016
Small and medium enterprises (SMEs) are vulnerable to the same counterfeiting threats faced by larger businesses, yet, the unique brand protection challenges they face have not been explored. These challenges relate to resource constraints that make it difficult to implement traditional brand protection strategies. This article discusses the problem of product counterfeiting from the perspective of SMEs, while considering how the resource constraints they face impact their ability to establish brand protection programs. Potential solutions are described, and 10 testable propositions intended to guide future research and the practice of brand protection in SMEs are proposed.
This article was published in Journal of Applied Security Research. Subscription may be required to view article.
2016 Copyright Michigan State University Board of Trustees.
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